Thai direct-selling company Giffarine launched an AI Coach agent for its sellers, built on Microsoft Azure AI Foundry with consultancy FRONTIS, that analyzes sellers' videos, writes scripts and gives personalized advice for live selling.
- First reported
- news.microsoft.com · 15 Aug 2025
- Added
- 13 Oct 2026
- Source checked
- 13 Oct 2026
What they did
Sellers fill in a questionnaire so the coach adapts to their own strategy and style. The agent then analyzes their videos, generates selling scripts and gives personalized coaching focused on live-stream selling, available around the clock. The aim is for sellers to learn online selling on their own and save time.
What happened
The company says it is the first AI sales coach in Thailand's direct-selling industry and expects it to grow sales, its seller base and its customer base.
Keep in mind
This is a launch announcement on Microsoft's newsroom, so there are no measured results yet and it does not say how many sellers use the coach.
Try it with your agent
I sell <your products> through live streams on <platform>. Here is a transcript or recording of my last live session: <file>. Review it like a sales coach: point out where I lost viewers' attention, where my product explanation was unclear, and where I missed a call to action. Then write a tighter script for my next 15-minute live, in my own speaking style, with three opening hooks to choose from.
Replace the <angle brackets> with your own details.
Original source
news.microsoft.comVendor case studyPublished by the company that makes the agent. Read it as a claim.
Tools for this kind of work
- RepoManage your Shopify store and build apps with Shopify AI Toolkit
- RepoRun your own open source CRM that agents can extend with Twenty
